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Turning the Tide: How Try Me Free Boosted Sales of Sofy Amidst Fierce Competition

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Sofy

Unicharm’s feminine hygiene brand Sofy has been active in the industry since the early 60s and has spread across a lot of countries. From manufacturing products for period days to advanced technology products for non-period days, Sofy sells top-quality sanitary napkins, tampons and pantyliners for women all around the world. In a nutshell, Sofy ensures hygiene, safety, good health and worry-free chums.

Before the Try me Free Offer:

  • Any change in Product packaging design needs approval from Head Office in Japan.
  • Highly rigid structure and production cost squeezed the marketing budgets to minimal.
  • Other Players were also very actively promoting their brand by giving discounts.
  • Free Sampling is very common and have lesser results and high Logistics Cost and not measurable.
  • Conducting Feedback Surveys is real problem and had to incur extra cost for every feedback and Data Collection.
  • Communicating about the Campaign to the end Customers at the Shop Floor

The Transformation:

Planning and Execution

  • Customers purchased Sofy Sanitary Pads Pack with “TRY ME FREE” Campaign sticker attached to the product from the Modern Trade
  • At the time of delivery of the product a voucher was also given along with the product
  • The customer had to fill in the Desired Details (Mandatory) along with their valuable Feedback and send the filled Voucher back to avail entire money back
  • Entire amount spent by the Customer was given back to the Customer, making the product absolutely free.

The Campaign:

  • Rolled out Try Me Free Campaign for Unicharm Sofy Sanitary Pads for Modern Trade.
  • Unicharm became the very FIRST brand to launch this innovative campaign with Sanitary Pads. No other brand in India has done this before in the same category.
  • Assisted in Designing Stickers and Creatives of Vouchers.
  • The Perceived Value of the Try Me Free Voucher was Rs. 100/- against the purchase price of Rs. 100/- for the Customer.
solutions

After the Promotion: Team Promotions Magic!

  • New Sales Figures were recorded for the entire scheme period since the product was ABSOLUTELY FREE for the Customers
  • Increased Customer satisfaction led to repeated purchase which was again a new height for the brand.
  • Real Time Feedback from the Customers about the product there by saving the Brand’s Feedback Survey Cost
  • Increased Penetration and brand awareness in the market since the number of queries raised during the period.
  • Campaign ensured Brand Loyalty and also enjoyed word of Mouth Publicity.
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